HOW FALSE ADVERTISING IN THE FASHION INDUSTRY NEGATIVELY AFFECTS INDONESIAN WOMEN’S CONSUMER BEHAVIOR (HEDONISM AND IMPULSIVE BUYING)

• Main Author: Mahira Pramono, Distia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80216
• Institution: Institut Teknologi Bandung

People's lives and self-images are greatly influenced by the global fashion industry, which has become more competitive as a result of social media and e-commerce. Due to this growing rivalry, deceptive advertising tactics have become widespread, inflating the benefits of products and encouraging impulsive purchasing. The fashion industry has experienced an impact on customer expectations, brand trust, and Indonesian women's shopping habits as a result of widespread misleading advertising methods that distort product features and promote unrealistic body images. Using a qualitative methodology and in-depth interviews, this dissertation investigates the detrimental effects of misleading advertising on the purchase habits of Indonesian women, concentrating on hedonistic and impulsive shopping. Through an exploration of participants' life experiences, attitudes, and beliefs, this qualitative approach enables a comprehensive comprehension of the material and psychological consequences of misleading advertising. Participants who have interacted with and witnessed deceptive advertising in the fashion industry were chosen using purposive sampling. The qualitative information gathered aids in a thorough investigation of the ways that misleading advertising affects consumers' decision-making processes. The results of the qualitative interviews shed light on the various ramifications of misleading advertising in the fashion industry. Deceitful advertising exploits psychological weaknesses to induce impulsive and hedonistic behaviors in Indonesian women, in addition to incurring them actual material and psychological losses. The study highlights the pressing need for proactive steps to combat deceptive advertising methods. It also highlights how critical it is to foster cautious decision-making, improve customer self-control, and encourage the use of product reviews. By tackling these issues, the fashion industry can empower and educate its customer base, reducing the damaging effects of dishonest advertising and promoting ethical shopping practices.